Why Traditional and Digital Media Need to Coexist

Written By

The Pollack Group

This insights post is a summary of the blog post published by The Pollack Group. View the full post at: The 2025 Media Landscape: Why Traditional and Digital Media Need to Coexist.

Some of the buzz surrounding 2024 US presidential election campaigns was about the candidates’ dueling podcast strategies, and by extension, the impact of “new media” outlets. It was also a rebuke about the waning impact of “legacy media” as a pathway to reach mass audiences.

When it comes to brand communications, the perceived divide between new (digital) media and legacy (traditional) media is not a divide at all.

It’s not a choice between one or the other. Instead, brands need to understand that the relationship between traditional and digital media is a complex, interconnected ecosystem. Getting the balance right in a world overflowing with information is crucial. In 2025, traditional and digital media not only will coexist, but they will complement each other.  Getting the mix of media right will help brands to maximize reach and impact.

The Pollack Group explores several aspects understanding and guidance in of both digital and traditional media including:

• What Are Traditional and Digital Media?  – For the last decade, there has been a shift in the sheer number of channels and outlets. Not too long ago our media habits were still shaped by a handful of influential publishers and broadcast networks
• The Benefits of Both for Your Brand  – Some brands feel compelled to choose between traditional and digital media, but really they need to recognize that traditional media has not aged out of the conversation. Together, traditional and digital earned media create a layered strategy that maximizes reach and impact.
• Don’t Pigeonhole Your Target Audience – Establishing brand loyalty is a multi-generational process. For brands targeting Gen Z, traditional media might seem outdated. However, TV segments or print magazine features can still attract parents and grandparents who influence the purchasing habits and choices of their children and grandchildren.
• 2025: All About Holistic Brand Marketing – The key to success in 2025 lies not in choosing between traditional and digital media but in integrating them into a cohesive strategy. Holistic marketing ensures your brand meets audiences where they are, using both traditional and digital channels to amplify your message.

To get more details about these insights, read the full post at The 2025 Media Landscape: Why Traditional and Digital Media Need to Coexist.